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Digital retailing practices for triggering physical retailers' bounce-back and bounce-forward performance against a great shock: evidence from the COVID-19 pandemic

Business

Digital retailing practices for triggering physical retailers' bounce-back and bounce-forward performance against a great shock: evidence from the COVID-19 pandemic

S. Li, J. Su, et al.

This intriguing study by Sirui Li, Jing Su, Ying Liu, Xianwei Shi, Jie Wang, and Michael D. Lepech explores how digital retailing practices shape the resilience of physical retailers in the face of the COVID-19 pandemic. Discover the unique roles of online-to-offline services and social media marketing in enhancing retailers' ability to adapt and thrive during challenging times.

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